Recent reports indicate that Apple has quietly shelved any plans to bring an Ultra-tier iPad to market.
Apple’s Ultra-tier expansion reportedly covers a foldable iPhone, an OLED MacBook, and the Apple Watch, but does not include an iPad model.
The reason given was blunt: the iPad Pro simply hasn’t been selling well enough to justify going further up the price ladder.
The iPad Pro’s Sales Problem Is Very Real
The M4 iPad Pro launched in early 2024 and struggled almost immediately. DSCC analyst Ross Young revised his full-year shipment forecast down from around 10 million units to just 6.7 million after demand came in well below expectations.
Shipments of the 13-inch model were projected to fall by more than half in one quarter and by as much as 90% in the following quarter. Those are painful numbers for a flagship product.
Pricing plays a huge role here. The 11-inch iPad Pro starts at $999, while the 13-inch version opens at $1,299. For a lot of people, that’s laptop money, and when you’re already carrying a MacBook or a smartphone, it’s a hard sell.
iPad revenue has fallen for three straight years, and the category accounted for less than 7% of Apple’s total revenue in 2025.
That Giant Foldable iPad Project Isn’t Looking Great Either
Apple has been working on a massive 20-inch foldable iPad, a project reportedly viewed as a personal priority for John Ternus, Apple’s SVP of Hardware Engineering.
However, internal skepticism suggests the device may ultimately be a “wacky experiment” that never sees a public release. Such a cautious outlook serves as a notable reality check for a project of this scale.
Engineering challenges pushed the expected launch from 2028 to 2029 or later. Prototype units reportedly weighed about 3.5 pounds, which is heavier than a 14-inch MacBook Pro and nearly triple the weight of a 13-inch iPad Pro.
The expected price tag floated around $3,900. Adding to the confusion, Apple’s own teams couldn’t agree on what to call it.
Some referred to it as a foldable iPad, others as an all-display MacBook. When folded shut, the device appears more like a Mac than a tablet, with an aluminum exterior and no external screen.
Ultra Branding Is Coming, Just Not for the iPad
Apple is clearly committed to expanding the Ultra brand across its product lineup.
A foldable iPhone Ultra priced near $2,000, AirPods Ultra featuring cameras for Visual Intelligence, and a touch-screen MacBook Ultra with OLED are all believed to be in the works for this year alone.
Multiple sources have corroborated at least the names of the iPhone Ultra and MacBook Ultra. The iPad just didn’t make the cut, and given where tablet sales have been heading, it’s hard to argue with the decision.
